"Be Bold": Safaricom’s Zizwe Awuor Opens Young Lions 2026 Competition

The atmosphere at the EABL Microbrewery in Ruaraka was charged on Saturday morning as the 2026 Cannes Young Lions Kenya competition officially got underway.

Hosted at the Tusker Micro Brewery, the opening session brought together senior industry figures and some of the country’s most promising young creatives, all set for a high-pressure weekend.

Opening Remarks: Setting the Bar High

Kenya’s Official Cannes Lions Representative and The Quollective’s Chief Creative Officer, Emuron Alemu, opened the session by acknowledging the exceptional calibre of talent in the room.

“This year has revealed a remarkable depth of creativity,” Alemu said. “Our job now is to identify the teams that truly stand out — the ones ready to carry the Kenyan flag to France.”

He also took a moment to appreciate the venue and hosts, thanking the Tusker Micro Brewery for providing an environment designed for focus and creativity.

“With great food, great drink and a world-class space, you’re well set for what will be an intense creative sprint,” he added.

Alemu then invited Keza Mpyisi, EABL’s Brand Manager for Tusker Sports, to officially welcome participants.

Speaking on behalf of Tusker, Mpyisi described the venue as a fitting home for the competition.

“We’re proud to host you here,” she said. “Tusker has always championed creative expression — from Octobafest stages to platforms like this. Every team here has what it takes to win, and we’re excited to see who rises to the occasion.”

Safaricom: Backing Bold Ideas

The spotlight then shifted to Safaricom, the competition’s title sponsor, with Head of Brand and Marketing Zizwe Awuor outlining the telco’s vision for the weekend.

“At Safaricom, we genuinely believe in Kenyan and African creativity,” Awuor said. “I truly think we are among the most creative people in the world.”

She noted that this marked Safaricom’s second consecutive year backing the competition, emphasising the importance of giving young creatives real-world challenges.

“We’ve put together bold, demanding briefs, and I encourage you to be fearless in how you respond to them,” she said.

“I can’t wait to travel to Cannes with our winners. Enjoy the process, push yourselves, and have fun.”

A Global Lens — and the Countdown Begins

Representatives from the Cannes Lions global team, Paula Carril and Attorie Burnett-Maloney, also addressed the participants, welcoming the 21 teams and acknowledging the pressure they were about to face.

“We know the time constraints are intense,” they said. “But this experience is designed to spotlight the next generation of African creative leaders, and we have full confidence in what you can deliver.”

Bringing the opening session to a close, Alemu turned attention to the task ahead.

“The next 35 minutes are critical,” he told the teams. “This is where your strategy takes shape.”

With that, the official briefs were handed over, and participants were directed to their category brief owners — Safaricom for Digital and Design, and Tusker for Film — marking the start of the 24-hour creative sprint.